E-mail Marketing Metrics and Stats: E-Mail Relevance Rules
The
majority of e-mail marketers are failing to use e-mail as a relevant
marketing tool, at the same time that consumers are spending less time and
attention on e-mail, according to Jupiter Research VP and research
director David Daniels, reports
ClickZ. Typical E-Mail targeting tactics, based on Jupiter Surveys are:
- 25% - broadcast e-mail campaigns with no differentiation or targeting
- 65% - limited personalization and limited segmentation
- 11% - targeted campaigns with purchase history, click-stream activity, or targeted offers
|
E-mail campaign performance by targeting effort |
|||
| Average open rate | Average click-through rate | Average conversion rate | |
| Untargeted broadcast e-mails | 20% | 9.5% | 1.1% |
| Campaigns triggered from user actions | 27% | 9.3% | 2.3% |
| Lifecycle messaging campaigns | 26% | 14% | 2.8% |
| Campaigns that integrate Web site clickstream data | 33% | 14% | 3.9% |
| Source: Jupiter Research | |||
The increased efforts and costs are usually offset by increased revenue as triggered campaigns on average bring in 171% more revenue than broadcast campaigns, lifecycle campaigns perform 389% better, and clickstream campaigns perform 781% better than broadcast.
Increasing relevance can considerably impact consumers' buying decisions as relevance leads to immediate purchases by 60% of respondents and deferred purchases by 58%. Subject line personalization leads to only 9% of immediate purchases and 8% of deferred purchases.
Another recent Jupiter survey finds 54% of respondents saying they clicked on a link in an e-mail because the product or service interested them. 40% do so when copy piqued their interest, while 35% are influenced by the subject line. Only 12% of respondents say a single large image influenced their decision to click, and 9% are influenced by several smaller images.
